© 2011 Autodesk

Autodesk EMEA EC Volume VADs SummitOctober 6th, 2011

Ayman Abdel Hamid, Nordix Egypt

© 2011 Autodesk

Company profile

Who is Nordix Egypt Nordix Egypt was established in 1998, as an IT hardware and software

distributer ; with a main focus of fulfilling the emerging Egyptian market with its demand in both Hard and software

Currently Nordix acquires about 20% market share in general (Tenders and Distribution).

In 2007, the company has joined Al Kharafi Group “A Kuwaiti Group”,

With over 60 companies operating globally in the fields of Information Technology, Tourism, Manufacturing, Industrial, Trading, Oil & Gas, Food, Airport operation and Management.

The Total investment is over $9Billion Dollars, which portrays Al Kharafi Group as the Largest investment entity in Egypt

Nordix Egypt Operates also in Libya, with some minor business in Jordon, Tunisia and Morocco

The business is being handled via our offices in Egypt and Jordon

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Company Profile

Nordix Egypt is also an Authorized distributor and Sub Distributer for the following brands:

Microsoft (OEM, Soft & Hardware) Kaspersky Antivirus Targus Suitcases Samsung Printers , multifunction's and copiers Gateway Notebooks & Servers Lenovo Notebooks, Desktop and servers Fujitsu Notebooks, Desktop and servers Acer Notebooks, Desktop and servers Xerox Wide Format (Plotters)

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Autodesk Business Unit

Nordix Egypt was assigned Feb. 1st 2011 as an Open & Horizontal VAD for both Egypt & Libya

There are currently (Four Dedicated and Four Non-Dedicated) heads ,involved in Autodesk business

Autodesk business in Nordix portfolio represents (2-3) % -Due to current software situation-, but it represents one of the highest profit Margins

Nordix Egypt Target is to expand Autodesk business to reach 25% of total business

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Reseller’s Channel Portrait -1

Over 1000 in total , 200 active software S&MB partners

• Sector’s covered: Retail Government & Defense TELECOM Education Health

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Reseller Channel portrait-2

Current Autodesk resellers Structure:

Authorized = 7 Partners Open channel 12 partners Sub-distribution = N/A

“A potential to assign a sub-distributer at Libya”

98% of Autodesk business is generated by the authorized channel

• Nordix Egypt business target is:Recruiting 50 immediate S&MB partners to be recruited As Open

Channel Partners

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Autodesk Authorization

Unfortunately (from Business perspective)

Both countries have faced dramatic political changes

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Egypt Jan 25th 2011

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Libya Feb.17th 2011

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Egyptian Software Market

The Egyptian revolution had its impact on the economy, and accordingly the market plan and marketing strategy have changed

The software expenditure in Egypt has decreased to reach 35% of the market purchases in 2011, where having a legal software version became a least priority.

“Legacy” campaigns, was decreased if not stopped due to the political status and the frequent change of the Government heads. Companies felt in peace as they know that nothing is going in order

Lack of liquidity and common fraud cases prevented companies of dealing smoothly in software purchases

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Nordix action

Direct contact became the most efficient way in the current market case, where customers/partners are being addressed directly and interactively with Autodesk Distributer

Frequent meetings have been undertaken with partners to encourage purchasing and give all the marketing help required

On the other hand, another tactics such as online campaigns and email shots were proved to be unsuccessful in the current circumstances

Autodesk “Partner Portal” plays a major role by providing all the marketing material required

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Channel Recruitment, On boarding

Strategy and tactics

Nordix strategy was based on, simply applying the correct Distribution model: Study my competitor. A fast moving policy(Logistics & Finance) Higher margins for the partners Availability of stocks Ongoing promotions to close pending deals VAR Recruitment Event(s) Training sessions through a 3rd Party The most important policy (When you start with Nordix you must stay with us)

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Nordix Kick-off

As 2011, is the first year for Nordix Egypt ,to be an Autodesk VAD, A launch event announcing Nordix – Autodesk new engagement took place for all existing partners to check their problems with other VADs and understand their needs for a fruitful cooperation

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Nordix Egypt Kick-Off Event

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New Partners Recruitment Seminar

Nordix Egypt has executed an Open Door Seminar for 50 of the potential

partners.

2 News Paper ads were placed to promote this event and encourage attendance

Afterwards, some resellers started their Recruitment process with Autodesk

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Channel Recruitment..On boarding

Actions to activate Channels:

Stress on the high margin they earn Nordix applied the most effective formula in sales

process (Win-Win) Weekly visits to the channel to discuss the Pip-line

and problems to overcome Explain how can they benefit from their SDF, and how to do joint

Marketing activities Newspaper Ad’s

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Marketing Problem

When Nordix ran a survey among small-sized partners we noticed :

The Word Autodesk is not familiar , although AutoCAD is ! SDF, means a (7.5%) direct discount to the partner ! Nordix Egypt has decided to raise the awareness

of Autodesk in the market

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Go-To-Market activities

Cairo ICT Exhibition 2011

Nordix Egypt has participated in Cairo ICT May 2011, which is considered the most important IT event in Egypt

Over 200,000 visitors have been there We increased the awareness of Autodesk Products in the

Egyptian Market We invited the partners to stand in

in our booth and sell directly to their customers

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Things Volume VAD should DO

1. Brand Autodesk / AutoCAD among the IT community2. Increase the breadth as much as you can3. Be known for outstanding Customer Service4. Develop & educate the channel5. Create Seeding Initiatives with the

Government sector and key IT players6. Let the partner depend on your services as much as you can

7. Quarterly , visit your cash cows to review the business

pipeline

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Things Volume VAD should NEVER DO

1. VAD should never ignore a complaint

2. VAD should never give a wrong info

3. VAD should never delay an order

4. VAD should never work illegally

5. VAD should never hide an important info

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Invitation for dialog

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